Reimagine ROKU Gin as a non-alcoholic offering with it’s own brand identity

BACKGROUND:

For over 200 years, Suntory Global Spirits (SGS) has been crafting spirits of the highest quality with an unwavering attention to detail and an enduring respect for nature. To deliver brand experiences that consumers will love. Their portfolio of brands spans across the spirits category, from Scotch to Gin and Tequila –recognised the world over for their quality and craftsmanship. In a world that is growing more conscious of the drinks they consume; how can these spirits reinvent themselves with credibility, in the moderation space?

THE CHALLENGE:

Reimagine Roku Gin to be a credible non-alcoholic offering. Think about their identity, a campaign and/or a brand experience that speaks to this new proposition. Your response should consider how this new non-alcoholic offering still lives up to the brand’s personality, beliefs, and craftsmanship of the product, whilst creatively engaging audiences that are exploring a sober-curious lifestyle.

RESEARCH:

Roku Gin embodies Japanese craftsmanship, “Roku” meaning “six,” reflecting its six unique botanicals used in crafting the gin.
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This minimalist, traditional design captures the spirit of Japanese culture while emphasizing the distinct flavor profile that makes Roku Gin unique.

The botanicals are harvested during "shun" a Japanese term meaning enjoying things at peak flavour.
From all four seasons.

Generation Z prioritizes health, aligning with the “sober curious” trend that promotes mindful drinking.

INSIGHT:

Ready-To-Drink gin cocktails are booming, especially among younger consumers.

NARRATIVE:

ROKU is about

celebrating craftsmanship

and

the seasons.